Build Support Internally, Trust Externally with Gay Market


In the mid-1990s American Airlines advised employees to remove pillows and blankets from flights headed toward the gay rights march on Washington to avoid possible HIV contamination. Gay and lesbian organizations and media nationwide slammed the airline for its ignorant, stereotypical message. It looked as though the company had suffered irreparable reputation damage with these key travelers. Instead, Tim Doke, the airline's VP of communications, took a proactive approach that has made American's reputation tops among gay travelers and has propelled the airline to a position as the official carrier for almost every national gay and lesbian organization. The process was a long-term effort to communicate with the gay and lesbian community and re-earn their trust, and to educate American Airlines employees and build gay pride within the organization itself.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150-july16
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.